Whether you run a business startup, you’ve probably spent time thinking about how to market your product or get customers to buy from you. However, businesses that connect with their customers on a more personal level are much more successful than those that don’t, and the most effective way to make those connections is through content.
A content marketing funnel is a system that helps a brand attract potential clients and guide them through their journey from the first interaction to conversion to a paying customer. Like the sales funnel, the content marketing funnel traces the buyer’s journey from awareness to a purchase decision. Having great content is one thing, and it’s another to have a deep enough understanding of your target audience that influences your content creation.
This blog will reveal the best practices for creating funnels that work by driving your potential customers to become actual customers by creating highly-targeted content.
How Does a Content Marketing Funnel Work?
A content funnel works by bringing in new leads and nurturing them through a customer journey using relevant content such as blog posts, targeted landing pages and educational resources. In short, funnel content is produced in line with three core stages:
To create content, your prospects will respond well to; you must be prepared to analyse the trends of your existing customers, conduct vast amounts of audience and keyword research, and use SEO tools for the best results. Let’s look at what each stage of the funnel means and how creating content specific to each point in the user journey will help your business thrive.
Content Marketing Funnel Phases
The awareness stage. We recommend focusing on generating leads and helping these new prospects discover your brand at this stage. Related content at this stage will generally include blog posts, relevant posts across your social media accounts, videos and podcasts. Solely focus on assisting your prospects become familiar with your products or services rather than selling them.
The education stage. Content for the middle of the funnel customers is geared toward providing in-depth product information, showing how your product outperforms competitors, and highlighting why to choose your product. The primary aim at the middle of the funnel is to show the target audience why should they choose your business over the competition. Centre your efforts on how you understand their challenges and want to help them. You want to establish trust and show that your brand is the best choice for their needs.
The decision stage. This stage is what your content marketing funnel has been leading towards, so everything you produce now must be laser-focused on generating that final conversion. You can begin to detail pricing and contact options at this stage of the marketing funnel, as this information will likely be a huge deciding factor for your leads. We recommend including customer testimonials within your case studies to help prove how you can solve your client’s problems. At this stage in the funnel, you now have to opportunity to reach out to your prospective leads and contact them directly to answer any questions they may have.
Content Types by Marketing Funnel Stage
Choosing the right content type for each marketing funnel stage will help you make the most of your content marketing efforts. How well a kind of content performs at each step of the content marketing funnel will differ based on your industry, target audience, product cost, number of stakeholders, and preferred marketing channels. Here are some recommended content types for each stage of the marketing funnel:
Effective top of the funnel content types:
Most top-of-the-funnel content is geared toward building awareness by helping potential customers solve pressing problems.
- Blog posts
- Infographics and checklists
- How-to videos
Effective middle of the funnel content types:
This kind of content should build trust and help leads see what your product can accomplish for them.
- Case studies
- Social media posts
- Product reviews
- E-mail newsletters
- Comparison guides
Effective bottom of the funnel content types:
This type of content should drive customers to make purchases. In addition, every piece of content you create for this audience should answer any final questions and make them feel ready to commit.
- Customers success stories
- Free trials
- Live demos
Content marketing is a long game, and understanding the content marketing funnel is essential to reaching your content goals. It is an excellent way for businesses to build their brand, generate leads, and improve sales. But to create content that will help you reach your goals, your content strategy should consider the phases of the conversion funnel. Without a content marketing funnel, you can’t effectively guide people from simply being aware your brand exists to finally making a purchase. Mapping your customer journey and planning which content you’re going to implement at which stage of the content marketing funnel will set you on your way to a successful strategy. Identifying your goals and metrics will ensure you can measure the performance of your content and how well your audience is interacting.
If you’re looking to create a content marketing funnel that will guarantee to attract high-quality leads, boost conversions, and increase your revenue, we can help. SEOmoft can help analyse your target customers and their needs, produce targeted, informational pieces in various content formats, and integrate with other channels to benefit your overall marketing strategy.
Content is for every stage of the marketing funnel, though we often find businesses neglecting content for those customers they wish to retain! We recommend using content to keep current customers interested in your business. If you consistently deliver value for them with a great product coupled with quality content that helps them, you can better retain them long-term.